Brand, Targeting & Website Selling - OnTarget Partners · Brand, Targeting & Website Selling Sales...
Transcript of Brand, Targeting & Website Selling - OnTarget Partners · Brand, Targeting & Website Selling Sales...
Brand, Targeting & Website Selling
Sales Leader SeriesFind this helpful? Please tell your friends!
Frank CasaleCEO and Founder,The Outsourcing Institute
Dan HudsonPresident, Co-Founder3FORWARD
Matt SmithEVP, Co-Founder3FORWARD
Sales Leader Series: Hosts and Sponsors
1The Outsourcing Institute / 3FORWARDAll Rights Reserved
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Tony Coretto
Co-CEO
PNT Marketing Services
Brenna Garratt
CEO
The Delve Group
Sales Dream Team Guest Panel
2The Outsourcing Institute / 3FORWARDAll Rights Reserved
Pablo Hernández O’Hagan
CEO
Ingenia Group
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Outsourcing Database MarketingChallenges, Opportunities, Benefits
Tony Coretto
Co-CEO
PNT Marketing Services, Inc.
24-20 Jackson Ave, Suite 203
Long Island City, NY 11101
1-888-PNT-2210 x202
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What is Database Marketing?
Database Marketing is the art and science of leveraging customer data to create Customer Intelligence for:
◦ Creating improved, actionable understanding of customers and prospects:
Segmentation
Sources of revenue/profitability
Preferred communication channels
◦ Driving higher profitability
◦ Matching services to customer needs: finding the “best fit”customers and prospects
◦ Right message on right service/product to right customer/prospect at right time to produce best-value result for both company and customer
Background and Challenges
4Outsourcing Database MarketingNovember 5, 2009
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Why Now?
Why do it now?◦ Create maximum value from under-exploited customer and
prospect databases
◦ Leverage data from online marketing efforts (emails, banner ads, blogs, social media, etc.)
◦ Create true Customer Intelligence to “crack the code” on customer/prospect databases: Which are the most valuable customers and prospects?
Know which customers and prospects are worth the investment of precious sales and marketing dollars to get the greatest return on these efforts
Communicate with them for optimum marketing, sales, and relationship management effectiveness
Track efforts for maximum learning and tuning
Even more important with smaller number of high-complexity, high-value engagements
◦ Do it all faster and with limited resources in today’s leaner environment
Background and Challenges
5Outsourcing Database MarketingNovember 5, 2009
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Challenges
Data are stranded in multiple
silos: point-of-sale systems,
accounting systems, CRM
systems, SFA systems and
others
Data must be integrated and
organized to create meaningful
information
Information must be
transformed into customer
insight
Insight must be acted on with
measurable marketing
programs
Background and Challenges
6Outsourcing Database MarketingNovember 5, 2009
Data Data Data
Insight
Marketing Action
Information
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Outsourcing Database Marketing
Why outsource Database Marketing?
◦ Database Marketing’s value and complexities make it an ideal candidate for outsourcing
Lack of internal technology resources, or insufficient capacity
Need to focus on sales and marketing, not databases
Flexibility and ability to shift focus and resources as needed
What size firms should outsource Database Marketing?
◦ Any size firm can benefit, although typically medium-to-larger firms get the greatest benefit from their investment
◦ Databases can be as small as 1,000 customers or leads; anything smaller is not cost-effective
When should you not outsource Database Marketing?
◦ Very small firm (< $5MM sales)
◦ Very small database of customers/prospects (< 1,000)
◦ Very small number of data sources
◦ Very limited budget for database efforts (< $25K)
Opportunities and Benefits
7Outsourcing Database MarketingNovember 5, 2009
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Benefits
Unlock hidden value in customer data to maximum advantage:
◦ More targeted customer communications,
◦ Increased “operational tempo” of more communications via more channels to more qualified leads more often
◦ Better fit of offer/message/medium/channel to customer need
◦ Higher profitability
Remove internal bottlenecks
◦ Lack of resources,
◦ Miscommunications,
◦ Budget allocations, or
◦ Inappropriate resources,
Get better sales and marketing results faster, more cost-effectively
Opportunities and Benefits
8November 5, 2009 Outsourcing Database Marketing
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Contact Information
Free Video: “10 Database Marketing Tips”
For more information, please call or e-mail:
Tony Coretto
914-588-7278
Adam Isler
212-932-7898
For More Information
9November 5, 2009 Outsourcing Database Marketing
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Brand as a Sales Accelerator in the
Outsourcing Marketplace
Brenna Garratt
CEO, The Delve Group, Inc.
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Brand Development is Business Development
delvegroup.com
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What is Brand?
□ Your promise to the market
□ Your point of differentiation
□ An expression of your value proposition
□ Your point of view
□ The identity of your company
□ The heart and soul of your organization
□ Your most powerful sales tool
□ All of the Above
Brand is …..
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Brand Development is Business Development
delvegroup.com
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Buyers are looking for short cuts to select providers
Accenture
Accenture BPO Services
Accountant Anywhere
ACS
ADP
American Outsourcing Group
BearingPoint
Brigade Corporation
Caliber Point Business Solutions
Cap Gemini
Capita Group Plc
CGI Group Inc.
Computer Sciences Corporation (CSC)
Convergys Corporation
Core3
Deloitte Touche Tohmatsu
EDS
Geller & Company
Convergys Corporation
Core3
Deloitte Touche Tohmatsu
EDS
Geller & Company
Genpact
HCL Technologies Ltd.
Hewitt Associates
Hewlett Packard Company
HighRoads
IBM Global Services
iGATE Global Solutions
Infosys Technologies Ltd
Intelenet Global Services
IQ BackOffice
Karvy Global Services Limited
Keane Worldzen
KPMG International
Liberata PLC
Mellon Financial Corporation
Oracle Corporation
Outsource Partners International, Inc. (OPI)
PeopleSoft
Perot Systems
Rehmann Group
SAP America
Satyam Computer Services Ltd.
Tata Consultancy Services
Texoft
The BISYS Group
VSource
Wipro Technologies
WNS Global Services
Xchanging
Zensar Technologies Ltd.
Full Service Provider?
Process Specific Service Provider?
Best-of-Breed Solution?
Customized Solution?
Best-in-Class?
Large or Mid-Market Focused?
Global Capabilities?
One Stop Shop?
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Brand Development is Business Development
delvegroup.com
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Service provider’s are trying to differentiate themselves
• Increasingly difficult to stand out - What were once key
differentiators such as technology, best practices, location,
certifications, and aggressive pricing are now “me-too” fodder
• “Sales is king” – Short term objectives and immediate results take
precedent over long-term strategic efforts such as branding
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Brand Development is Business Development
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Messaging is critical. Does this sound like you?
We are global leaders in deploying flexible, scalable,
integrated best practice client-centric solutions that
imbed continuous process improvement and deliver
outsourcing or BPO services efficiently and
effectively to significantly reduce costs and meet
business objectives.
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Brand Development is Business Development
delvegroup.com
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Who is defining what your company stands for?
If you don’t make the effort to define
who you are in the marketplace, the
market will do it for you…
…And chances are, they won’t get it right!
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Brand Development is Business Development
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5 Key Steps to Build Your Brand
Strong Brands are Built from a Solid Strategic Foundation
1. Be clear who you are and what makes you different
2. Understand your competitors and your prospect’s alternatives
3. Define your ideal client – industry, role, needs etc.
4. Build a Message Platform to reach your key audiences
5. Execute a plan to apply this foundation
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Brand Development is Business Development
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5 Key Steps to Build Your Brand
1) Be clear who you are and what makes you different
• Understand your perceptions
– Internally: from a cross-section of the company - e.g. leadership,
managers, line workers etc.
– Externally: Understand why client’s engage you and how would they
describe your strengths and capabilities
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Brand Development is Business Development
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5 Key Steps to Build Your Brand
2) Understand your competitors and your prospect’s
alternatives– Who are they and what are their marketplace perceptions?
– What are their strengths and weaknesses?
– How do they sell against you?
– What other choices do clients have to fulfill their needs?
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Brand Development is Business Development
delvegroup.com
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5 Key Steps to Build Your Brand
3) Define your ideal client – industry, role, needs, etc.
• Understand their:
– Demographics
– Psychographics
– Needs
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Brand Development is Business Development
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5 Key Steps to Build Your Brand
4) Build a Message Platform to reach your key audiences
• Components:
– Value Proposition Expressing the benefits clients receive
– Elevator Pitch Memorable summary of what the company does
– Key Messages 3-5 salient points clients need to know
• Successful Messaging Criteria:
– Relevant Addresses needs of target audiences
– Credible Based on believable & achievable business attributes and goals
– Differentiated Highlights the desirable, unique attributes and capabilities
– Sustainable Defensible over the long term
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Brand Development is Business Development
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Market Player
Short List of Providers
Preferred Provider
Robust brands address all levels of messaging expected and desired in the market
Table Stakes
Key Message Hierarchy
Unique
Valued
Table Stakes
5 Key Steps to Build Your Brand
Brand Development is Business Development
delvegroup.com
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5 Key Steps to Build Your Brand
5) Execute a plan to apply this foundation
• Articulate how you are different
• Know your target audience and what their needs and priorities are
• Infuse consistent messaging in all sales and marketing efforts
• Build a plan to increase demand and grow the business
– Sales Strategy and Execution
– Prospect Information and Insight
– Multi-Channel Go-to-Market Plan
– Internal Communications
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Brand Development is Business Development
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SUMMARY
Strong brands are built from a solid strategic foundation
1. Be clear who you are and what makes you different
2. Understand your competitors and your prospect’s alternatives
3. Define your ideal client – industry, role, needs etc.
4. Build a Message Platform to reach your key audiences
5. Execute a plan to apply this foundation
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The Delve Group, Inc.122 West 26th Street, Suite 1204
New York, NY 10001
United States
+1 212-255-3870 x16
www.delvegroup.com
Brenna L. GarrattChief Executive Officer
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Pablo Hernández O’HaganCEO / Founder
HOW TO GET THE BEST OUT OF
The Digital Ecosystem?
November 5th, 2009
@PabloHernandezO
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Digital Ecosystem
A poorly designed website is
like a bad sales person....
Your Website is your:
#1 Sales Person
Good Design is Good Business
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VS
Clone your Salespeople
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Brain Rules
Everything we see on a site affects the online conversion rate.
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If we understand the internal motivations & barriers that take part in the internal decision-making process, we
can make our clients
do what we want
them to do...
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10%of what we read and hear..
We only remember:
Visual Impact
Source: Brady, 2008
90%OF WHAT WE SEE...
We remember:
Visual Impact
Source: John Medina, Brain Rules, 2008
Back to the Brain Rules
Psychologists have known for years about the nonconscious forces that persuade people to take action.
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Back to the Brain Rules
Now we have applied this research on
persuasion & decision making to the design of websites
What are your company goals?
Translate them on to your site...
Will people be moved to do them?
How can we motivate them?
Establish a
Persuasion Objective
First Things First
It´s even more powerful if we know more about the person behing the testimonial.
#1 Social Validation
We all want to be accepted, we all want to
be a part of something.
#1 Social Validation
14% trust Advertisements
V.S.
74% trust their colleagues
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Feeling Indebted
Newsletter every month
with valuable information
for me.
VS
Newsletter every 15
days with tons of
promotions
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Scarcity & Urgency
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If we have a lot of options it takes us
longer to decide...
Few Options
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Be Clear!
Few Options
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Using Similarity, Association
& Atractiveness
Online Persuasion
If my site was a person,
what questions would it ask?
Make sure your copy is clear and consise. Make sure it answers questions...
TEST IT.
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Muchas Gracias
AMIGOS
@ingeniagroup
@PabloHernandezOlinkedin.com/in/pablohdzohagan
The Outsourcing Institute Group
3FORWARD – Sales Readiness
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